University of Sydney, Master of Management Online Marketing Case Study - Danielle Warby

50 %
50 %
Information about University of Sydney, Master of Management Online Marketing Case Study -...
Education

Published on August 18, 2009

Author: DanielleWarby

Source: slideshare.net

Description

A presentation by Danielle Warby of The University of Sydney as part of the Social Media Campaign seminar on 3 Jul 2009 at AFTRS - http://lamp.edu.au/the-social-media-campaign-seminar-workshop/

This case study looks at the communications surrounding the launch of the new Master of management program with an emphasis on Social Media

Master of Management Case Study Danielle Warby

Overview New pre-experience degree YO U Developed in consultation with business Community of European Management Schools Only Australian University to o er the CEMS MIM

The Challenge Cluttered Marketplace U Hard to reach Gen Y cohort YO ‘Get what you deserve’

Objectives 1. To be on page 1 of Google search results for ‘Master of Management’ by September 2008 O U 2. To receive 5,000 visits to the website by September 2008 Y 3. To receive 500 inquiries about the Master of Management by the time applications close on 31st October 2008 4. To receive 70 applications 5. To receive 35 enrolments, 5 for the CEMS MIM 6. To raise awareness of the program among current and prospective students

Online Comms Plan Websites http://mmgt.econ.usyd.edu.au http://www.econ.usyd.edu.au http://www.usyd.edu.au Search Engine Optimisation (SEO) Video

Online Comms Plan Facebook Social Networking Social Ads

Comms Plan Email Marketing Avant Postcards Student Launch Party – You’ve been shot! Additional Communications • Public Relations YOU • Print Advertising • Posters on Campus • Advertising on Campus • Powerpoint presentation to students during lectures • TV screen in the Student Information Office

Results 1. http://mmgt.econ.usyd.edu.au was ranked Number 1 on Google for ‘Master of Management’ 2. The Master of Management website saw 9,580 unique visitors 3. 498 email enquiries, approximately 75 telephone, 50 face to face and 4 conversations with prospective students on the Faculty Facebook Page. 4. 150 applications were received of which 150 were suitable for interview 5. 40 students enrolled in the Master of Management program beginning Semester 1 2009. Of those, 20 were enrolled in the CEMS MIM 6. Antidotal evidence reports that students felt the marketing of the program was e ective, the creative stood out and they felt the website was ‘made for them’. The youthful focus of the campaign seemed to resonate with many of the students.

Analysis Website Referrals (1-10) / 255 Sessions Percent 1 www.usyd.edu.au 6,130 22.72% 2 econ.usyd.edu.au 4,682 17.35% 3 (no referral) 3,756 13.92% 4 auth.usyd.edu.au 3,548 13.15% 5 www.facebook.com 3,143 11.65% 6 www.new.facebook.com 1,842 6.83% 7 www.google.com.au 702 2.60% 8 myuni.usyd.edu.au 644 2.39% 9 apps.facebook.com 462 1.71% 10 search.usyd.edu.au 383 1.42% Total: 26,982

Analysis Video ‘Why study the Master of Management’ - 737 (YouTube), 1,888 (website) Launch video - 401 (website) Facebook – Social Ads Click through rates were initially high but as the campaign went on, they leveled out at between 0.02 and 0.03%, the average for Facebook Facebook – Social Networking Student Launch Event - 318 attending , 64 maybes, 103 no with 73 invitees not replying. 5 wall posts for the event Email communication via Facebook lead to 273 visits to the website Avant Card “This card looked great in our displays but the best thing was the excellent response that it re- ceived. Notably good response throughout the Inner West. A fast mover.” Requested distribution quantity: 7,000. Actual distribution quantity: 13,830 There were 27 visits to the website via unique URL

Analysis Student Launch Party – You’ve been shot! 896 visits to the photo page on the Manager of Management website 20 tags and 1 comment on the Faculty Facebook Page Other Communications Of our other communications that were easiest to measure, we obtained the following web visits to unique URLs: • Posters on campus: 3 • Advertising on Campus: 21 • Powerpoint presentation to students during lectures: 35 There were no direct visits to the website from the unique URLs used in our print advertising though this method of measurement is unreliable.

Results Master of Management Questionnaire Local Students (16) International Students (17) How did you nd out about the Master of Management Program? How did you nd out about the Master of Management Program? • USYD Website 81% (13) • USYD Website 47% (8) • Facebook 19% (3) • Word of Mouth 24% (4) • Student Launch 19% (3) • Recommendation 18% (3) • MyUni Portal 13% (2) • Google Search18% (3) • WOM 6% (1) • Facebook 18% (3) • SMH 6% (1) • MyUni Portal 6% (1) • SIO 6% (1) • SIO 6% (1) • Posters on Campus 6% (1) • Posters on Campus 6% (1) If you found out about MMGT via Facebook what method? If you found out about MMGT via Facebook what method? • Facebook Ad 13% (2) • FB Ad 12% (2) • FB Message 6% (1) • Both Ad and Message 6% (1) Favourite Website? Favourite Website? • Facebook 35% (4) • Google 18% (3) • Google 6% (1) • BBC 18% (3) • Yahoo 6% (1) • Google Maps 6% (1) • Bbc 6% (1) • Sydneyspy.com 6% (1) • Kryon.com 6% (1) • Facebook 6% (1) • RiaNovsti 6% (1) • Orkut 6% (1) • Google reader 6% (1) • Cnbc.com 6% (1) • Lemonde.fr 6% (1)

Recommendations Facebook Page Student ambassadors take over the role of communicating with other students on Facebook Interaction would improve if students were not communicating with University sta Facebook Social Ads Be more creative with Social Ads and target them more speci cally to get the desired results The campaign was also more expensive than was necessary Email Marketing Customer Relationship Management system Launch Party Attendance was low though at 1/3 of Facebook RSVPs, about what was expected Seek student suggestions or involve them in the process of creating the event. Student Questionnaire Survey more than just accepted students Print Advertising Not worth the cost and good PR combined with online communications would be a better approach for this demographic

Add a comment

Related presentations

Related pages

Master of Management - The University of Sydney Business ...

The University of Sydney Master of Management. ... our Master of Management degree programs will dramatically ... You'll study marketing in a global ...
Read more

Engineering and Project Management - Browse by study area ...

Bachelor of Engineering Honours and Bachelor of Music Studies; Bachelor of Engineering ... Master of Project Management; ... online at http://sydney ...
Read more

Master of Management, Breukelen, Netherlands 2016

Master of Management, ... Online Degrees; Universities by Country; ... During classes students work on case studies, ...
Read more

Best University Degree Courses | Online Study Australia

Study online. Studying online is easy. You just need a computer and internet connection. Many courses can be completed 100% online. For others, there may ...
Read more

International College of Management, Sydney |

Come to our masters info evening on 5 ... study at ICMS. It is very much the case of the ‘ICMS ... International College of Management, Sydney ...
Read more

School of Psychology - The University of Sydney

The School of Psychology at the University of Sydney is the oldest School of Psychology ... management of chronic pain in ... School of Psychology. Contact ...
Read more

Master of Business - Courses and Programs - The University ...

The Master of Business is designed for ... points depending on your previous studies. The Master ... of Management; Australian Marketing ...
Read more

Marketing courses | Seek Learning Australia

Accredited marketing courses in media, event management, ... Sydney Institute of ERP; ... Courses by study type. Online; In class; Blended; TAFE;
Read more

Management Courses | Seek Learning Australia

... course in management. Online, self-paced study and ... TAFE or university course in management. Online, ... management courses cover ...
Read more